The Coconut Tree Group overturned again, the "old fritters" in the vulgar advertising industry hit the legal red line and was investigated

On March 25, the Coconut Tree Group released a job advertisement on the Internet, which caused huge controversy because of the exaggerated content and performance of the advertisement.
Recently, the Hainan Provincial Market Supervision and Administration Department filed an investigation into the suspected behavior of the Coconut Tree Group in publishing illegal advertisements.

On March 25, Coconut Group released an advertisement on its official Weibo.
The content of the advertisement showed: "Coconut Group trains the general manager and deputy general manager to recruit students again!!! The major is not limited.
As long as you know how to write, you will have a car.
There are houses, high salaries, and there must be beautiful and handsome guys to chase them.
" After the advertisement was released, it caused social controversy.
On March 31, Hainan Daily reported that the Hainan Provincial Market Supervision Bureau quickly conducted an administrative interview with the relevant person in charge of the Coconut Tree Group, and also initiated an investigation into the Coconut Tree Group’s suspected of publishing illegal advertisements.
In 2019, Coconut Coconut Juice was investigated by the local market supervision department because of vulgar and false advertising.

Article 3 of the "Advertising Law" stipulates that advertisements shall "express the contents of advertisements in a healthy form and conform to the requirements of the construction of socialist spiritual civilization and the promotion of the excellent traditional culture of the Chinese nation".
It can be said that the Coconut Tree Group has left the statutory obligation of the "healthy manifestation" of advertisements out of the blue, completely disregarding the image of a large enterprise.
In fact, as early as March 2019, the Coconut Tree Group was fined 200,000 yuan by the market management agency for vulgar advertising.
Why doesn't the Coconut Tree Group change after repeated teaching? Is it a lack of legal awareness and social responsibility, or is it because the relevant penalties are "wet the land after rain," and the cost of illegality is too low? Now that the Coconut Tree Group has fallen into the same pit again, we will wait and see how this "old fritters" in the vulgar advertising industry will end up!

Coconut tree vulgar advertisement hit the legal red line again and was investigated

Coconut tree vulgar advertisement hit the legal red line again, and the case was filed for investigation.

Coconut tree vulgar advertisement hit the legal red line again, and the case was filed for investigation

The State Administration of Radio, Film and Television recently issued a notice that from now on, broadcasters at all levels will immediately stop broadcasting related versions of the "Coconut Palm Coconut Juice", "Libu Jinqiu Capsules" and "Qiangshen Brand Sizi Filling Capsules" advertisements.

By analogy, we will conduct a comprehensive inventory of all broadcasts and advertisements to be broadcast, and strictly control the guidance.
Any similar violations will be prohibited from broadcasting, and such violations will be resolutely eliminated.

The State Administration of Radio, Film and Television stated that some TV stations broadcasted some versions of "Coconut Palm Juice" advertisements with misleading guidance and illegal broadcasting of sex-related advertisements, which violated the "Advertising Law", "Regulations on Radio and Television Administration", and "Radio and Television Advertising".

"Broadcast Management Measures" and other regulations.

The slogan "I grew up drinking" and the focus of the female figure in the picture, one-sided pursuit of sensory stimulation and promotion of vulgar content, are obviously easy to mislead the broad audience, especially the minors.

On January 1 this year, the "Civil Code" was formally implemented, emphasizing public order and good customs in a number of articles.

Recently, under the unified deployment of the General Administration of Market Supervision, the national market supervision departments have concentrated on the rectification of illegal and illegal commercial marketing and publicity.

In the commercial advertising-oriented review reminders issued in many places, it is clearly proposed to investigate and deal with vulgar, vulgar, and kitsch commercial marketing and publicity behaviors in accordance with the law.
, It is strictly forbidden to spoof classics, vulgar marketing, challenging public order and good customs and other marketing and publicity activities, and severely crack down on illegal advertisements containing pornography and various "soft pornographic" content in accordance with the law.
According to this red line, out-of-the-ordinary, weird, and pornographic advertisements are the targets of resolute crackdown.

The above advertisement of Coconut Coconut Juice is in line with the characteristics of soft and pornographic content.

In addition to this advertisement, another recent "admissions advertisement" of Coconut Coconut Juice stated that the group trains the general manager and deputy general manager to recruit students in schools.

As long as they know how to write, "you will have a car, a house, a high salary, and there must be beautiful women Handsome guy chasing.
"

The enrollment notice also shows, "In the first year of school, doctoral students have an annual salary of 336,000 and a monthly salary of 28,000; master's annual salary of 252,000 and a monthly salary of 21,000; undergraduates have an annual salary of 168,000 and a monthly salary of 14,000.

The salary will increase by 20% every year.
In the ninth year of entry, the annual salary of doctoral students can reach 1.
0869 million, and the monthly salary is 90,600; the annual salary of master students is 815,200 and the monthly salary is 67,900; the annual salary of undergraduates is 543,400 and the monthly salary is 45,300.

According to the recruitment introduction, after being promoted to the vice president of Coconut Tree Group, the annual salary is 1.

08 million, and he has contributed 6 million sea view houses, 10 million villas, and dividend equity.
.

In this advertisement, "beautiful and handsome guys are chasing", "6 million sea-view rooms, and 10 million villas awarded" respectively reflect vulgar and vulgar marketing behaviors.
Although Coconut Coconut Juice responded to Red Star News, they stated that the enrollment information they released was based on the desire for talents, and the content of the promotion was true, there was no false propaganda, and it was not deliberate hype.

In response to this, the Hainan Provincial Market Supervision Bureau filed a case for investigation into Coconut Group Hainan Coconut Juice Beverage Co.

, Ltd.
(hereinafter referred to as Coconut Group) for publishing suspected illegal advertisements.

In fact, this is already the red line of the Coconut Tree Group that has repeatedly touched on the advertising law.

Administrative penalties show that as early as March 2019, Coconut Group Hainan Coconut Juice Beverage Co.
, Ltd.
was fined 200,000 yuan by the Market Supervision and Administration Bureau of Longhua District, Haikou City for obstructing public order and violating good social customs.
The punishment is based on Article 9 of the Advertising Law: "Advertisements must not contain obscenity, pornography, gambling, superstition, terror, or violence.
"

In August last year, Hainan Coconut also aroused the indignation of many netizens due to the "recruitment conditions" of a job advertisement, and they accused Coconut Coconut Juice of violating the advertising law.
The advertisement mentioned that applicants are required to do: "loyalty not for personal gain, care for career and family", "promise to serve in coconut trees for life", "to write a letter of commitment, promise to use real estate as collateral, and repay with real estate after leaving the job.
"

Subsequently, the Coconut Tree Group apologized for the adverse effects caused by the recruitment advertisement.

Judging from the previous situation of the Coconut Tree Group's repeated teachings and repeated offenders, it may be that the fines and punishments imposed by the Market Supervision Bureau are not enough to curb its momentum of fighting various kitsch, vulgarities, and illegalities.

Consumers’ reliance on Coconut Palm Juice and vulgar advertisements will increase traffic and drive product sales, which may also cause them to feel confident about advertising content.

According to public data, with the overall slow-moving trend in the Chinese beverage market, the output value of Coconut Palm Coconut Juice has been in a slight downward trend since 2014, which is better than the entire industry.
From 2013 to 2017, the annual output value of Coconut Tree Group was 4.
456 billion yuan, 4.
45 billion yuan, 4.
291 billion yuan, 4.
021 billion yuan, and 4 billion yuan.

Coconut Tree Group is currently not listed.
According to the official website of Coconut Tree Group, "Coconut Tree" paid 631 million yuan in taxes in 2018 (an increase of 7.
49%), ranking third in Haikou City's industrial enterprise taxes for 9 consecutive years.

Source: CCTV, Titanium Media

Note: All pictures in the article are reprinted on the Internet, and infringement will be deleted!

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